Strategic Social Marketing
For Behaviour and Social Change
- Jeff French - Strategic Social Marketing Ltd, UK
- Ross Gordon - Queensland University of Technology (QUT), Australia
Adopting an international approach and offering a broader and contemporary perspective, this second edition of Strategic Social Marketing presents social marketing principles in a strategic, critical and reflexive way, illustrating the value of applying marketing to solve social problems, including:
- New ideas introducing core values and ways of thinking about behaviour and social change
- Integration of the latest concepts, research, and frameworks informing behaviour and social change efforts
- New vignettes and short case studies from leading thinkers in the field to illustrate concepts and ideas throughout the text
The authors explore the reasons why social marketing should be an integral component of all social programme design and delivery when looking to achieve social good. They comprehensively explain the nature and application of social marketing; reconceptualising ‘value’, ‘systems thinking’, ‘the social marketing intervention mix’, and ‘critical social marketing’, in the social context. They then lay out strategy, plans, frameworks and tactics that policymakers, practitioners, students and indeed any social change agents can use to effect change for social good.
As someone who is sometimes frustrated by the conservatism that can dominate social marketing thinking, I found this book refreshing. French and Gordon really get to grips with questions regarding embracing with new thinking, and provide some answers. They do this by engaging with the idea that social marketing can work in new ways, and they are not afraid to take on some 'sacred cows' along the way. If you want your assumptions questioned - read this book.